Craft Categories - BEST VISUAL EFFECTS: EDS

Seamless effects are so commonplace in spots that in and of themselves they're no big deal. But when the effects simultaneously serve as the eye-popping centerpiece of the ad and the visual gimmick that makes the strategy work, it's worth noting. Herding cats is tough, but these cowpokes (catpokes?) make it look easy, and they have the brilliant work of Sight Effects and director John O'Hagan to thank for it. For the visual metaphor to succeed the whole thing must look real, and it does, via deft mix of live-action and computer-generated felines and excellent digital compositing.